‘A place where I belong’ - The ambiguous role of the outsider-within identity among indigenous Gurung women tourism entrepreneurs in Nepal

In developing countries such as Nepal, patriarchal, social and political norms implicitly and/or explicitly impede Indigenous women's pursuit of economic sustenance through entrepreneurship. This study draws insights from women tourism entrepreneurs from Gurung communities located in the Manaslu region of Nepal and explores how they collectively negotiate their identities and preferences to achieve cultural, economic and social empowerment. The research adopts a qualitative methodological approach, which is underpinned by the concepts of outsider-within and adaptive preferences. Interviews and secondary data were analysed using directed content analysis to gain a more nuanced understanding of the social processes of Indigenous Gurung women entrepreneurs of the Manaslu region. The findings provide insights into how Indigenous Gurung women entrepreneurs' preferences in relation to their social context and intersectional experiences manifest themselves through activities that eventually empower or further subjugate them. The theoretical integration of adaptive preferences and outsider-within provides novel insights into the unintended consequences of empowerment initiatives at the grassroots level for Indigenous women. Moreover, it highlights the complexity of Indigenous women's outsider-within identities, as some Indigenous Gurung women entrepreneurs are further disempowered while others actively reshape their identities and representations to navigate and challenge the patriarchal and socio-political barriers that hinder their pursuit of entrepreneurship. As a result, stakeholders should arguably avoid imposing external values and best practices on Indigenous and marginalised communities located at the peripheries of the country.